Taotian Group CEO Dai Shan: To host a Happy Tmall Double 11

On October 20th, at the 2023 Tmall Double 11 press conference, Dai Shan, CEO of Taotian Group, proposed two Double 11 goals. Firstly, to hold a happy Tmall Double 11, allowing users to come and browse happily, bringing holiday joy to consumers; Secondly, we need to help brand merchants achieve maximum user growth, accumulate brand assets, enhance brand strength, and become the biggest growth opportunity of the year

On October 20th, at the 2023 Tmall Double 11 press conference, Dai Shan, CEO of Taotian Group, proposed two Double 11 goals. Firstly, to hold a happy Tmall Double 11, allowing users to come and browse happily, bringing holiday joy to consumers; Secondly, we need to help brand merchants achieve maximum user growth, accumulate brand assets, enhance brand strength, and become the biggest growth opportunity of the year.

Dai Shan pointed out that the original intention of Tmall's establishment was not to scale transactions, but to provide merchants with a large stage for brand incubation, cultivation, development, and growth. So, standing today and looking at the day after tomorrow, Tmall must adhere more to its original intention and mission, let businesses willing to create true consumer value grow up, and lead China's consumption together.

Aowen, President of the Brand Business Development Center of Taotian Group, stated that a happy Double 11 cannot be achieved without high-quality and high-quality brand products. However, Tmall will not squeeze the profit space of brand merchants and lower product prices. Instead, it will invest resources to increase brand sales and reduce merchant costs through economies of scale; At the same time, technological innovation is used to help brands innovate products, meet diverse consumer needs, and activate the market, achieving good goods and good prices for consumers, and making money for brand merchants.

The social zero data released by the National Bureau of Statistics shows that the penetration rate of online retail continues to increase, from 21.5% before the epidemic to 26.7%, and the consumption habits of online shopping have further expanded. According to Alibaba's financial report data, the number of daily active users (DAUs) of Taobao App has grown rapidly for six consecutive months, and the high-quality user "88VIP" of Taobao App has also continued to rise. The number of members has exceeded 30 million, providing the best soil for the rapid growth of brand online operations.

To further expand the traffic and user scale of Tmall merchants. On the eve of Tmall Double 11, Alibaba Mama deepened cooperation with platforms such as WeChat, Bilibili, Zhihu, Weibo, etc. Brand merchants can directly redirect to Taobao App by placing advertisements on WeChat Moments, mini programs, video accounts, and other fields. At the same time, Alibaba Mama and platforms such as Bilibili, Zhihu, and Weibo have launched a dual 11 joint incentive. Merchants will receive official traffic bonuses ranging from 10% to 20% when doing marketing and promotion on these platforms.

Meanwhile, before the Tmall Double 11, Tmall invested a total of 2 billion yuan in "real gold and silver" to incentivize brand merchants. Qualified Tmall brands that meet the operating standards throughout the entire cycle of Double 11 will receive a commission refund, while new merchants who settle in before Double 11 will be exempt from the commission during the Double 11 period. Provide the "Blue Star Plan" for new merchants and the "Thousand Star Plan" for established merchants, allowing new merchants and brands to participate in the largest event on Tmall Double 11 with minimal investment.

In addition, Tmall collaborates with logistics service providers to provide over 100 million level logistics subsidies to merchants, supporting them to provide free shipping insurance to users and improve door-to-door delivery services; Lianhe Huabei has invested billions of yuan in financial incentives, supporting businesses to provide installment interest free services to users and jointly serving consumers well.

Before this year's Tmall Double 11, brands launched a new wave of store opening on Tmall. From July to September, the number of new merchants on Tmall increased by 105% year-on-year, and the total number of merchants settled in the past three months exceeded that of the first half of last year. Among them, consumer electronics, clothing and fashion, home decoration and home furnishing, food, and health are the top five industries in terms of store opening. In terms of classification, 42% of new brands entering Tmall are self owned brands established by manufacturing industry belt factories, and 18% are new consumer brands that have emerged to meet new market demands. Meanwhile, live streaming influencers and content based IPs are also popular types in this round of brand creation.

Data shows that in August alone, more than 300 new brands that have been on Tmall for less than 3 years have seen their transaction scale soar to the tens of millions level camp, while 15 new brands have entered the billions yuan club. In the past three years, 6000 brands have successfully established their brands on Tmall, growing into champion brands in segmented tracks. At the same time, they have incubated more than 100 new tracks with a trend of over 100 million yuan, including trendy games, esports, craft beer, outdoor camping and other new markets with a value of 10 billion yuan. (One Orange)